Most Prosecco contains something its drinkers don’t think about: sugar. Between 16 and 40 grams per liter, in fact, hiding in plain sight behind the bubbles and fruit notes that define the category. For an industry built on centuries of tradition, that’s just how it’s done. But a team of female entrepreneurs led by Monika Elling is making a different calculation entirely.
LO SECCO THE Zero Sugar Prosecco, is producing what the founders call a structural correction to the Prosecco market—a zero-sugar sparkling wine crafted in Italy’s Veneto region that clocks in at 0 gram of residual sugar per 5 oz serving while maintaining full 11% alcohol content. It’s Prosecco crafted for a consumer who’s increasingly uncomfortable with the gap between what they put in their body and what they’re told is in the bottle.
“We’re seeing consumers describe LO SECCO as the Champagne of Prosecco, which speaks to the quality standard we set from day one.” stated Elling. “Our goal is simple: deliver an exceptional, high quality, fruit-driven wine without compromise—where craftsmanship and modern expectations finally align.”
The CPG Approach to an Old World Category
What distinguishes LO SECCO isn’t just the product formulation—it’s the business model. While traditional wine brands lean heavily on heritage and terroir, Elling’s team is approaching wine like a modern consumer packaged goods company: digitally driven, brand-first, and responsive to actual consumer behavior rather than industry convention. They have done this previously in 2017, when this founding team created the brand and all strategies for Empress 1908 Gin. That brand had a significant exit for its ownership in 2022, scaling to over 250,000 cases worldwide.
LO SECCO’s traction supports an updated version of that strategy. The wine has already expanded to distribution across 9 states, with 4 additional markets launching this month. E-commerce availability now spans 45+ states, and the company is negotiating licensing for a major international market. That’s rapid scaling for a category newcomer, especially one challenging established norms around an established category such as Prosecco.
The core target for LO SECCO isn’t traditional Prosecco drinkers looking for party bubbles. It’s wellness-oriented adults—keto and low-carb followers, GLP-1 medication users, clean eating advocates—who want the social ritual of a delicious sparkling wine without the metabolic trade-off. LO SECCO’s bottles carry full nutritional transparency on the back label: zero grams sugar, under 99 calories, 2.8 grams of carbs per serving. That kind of disclosure is unusual in wine, where regulatory requirements remain minimal.
Experience Over Extraction
Elling’s vision extends beyond distribution metrics. The brand has positioned itself as what she calls an “experiential leader” in better-for-you sparkling wine—building community through events, wellness partnerships, and shareable moments that connect the product to lifestyle rather than just occasion.
It’s a bet that the future of alcohol isn’t abstinence or tradition, but optimization. That consumers will increasingly choose brands that align with how they actually live: active, health-conscious, skeptical of empty indulgence. The founders see the global metabolic health crisis not as a reason to abandon alcohol, but as a catalyst for reinvention.
Whether that thesis plays out at scale remains to be seen. But for now, this zero-sugar Prosecco brand is rapidly growing its audience—one that’s been waiting for a sparkling wine that doesn’t ask them to compromise. And in a category where female leadership remains the exception, a team of women is proving that challenging blind spots can be good business.
Ultimately, LO SECCO is less about disrupting the wine category and more about redefining what “better” looks like within it. As consumer expectations continue to shift toward transparency, performance, and intentional consumption, legacy categories will face increasing pressure to evolve. LO SECCO’s rapid momentum suggests that the opportunity isn’t in abandoning tradition, but in modernizing it—proving that even the most established industries can be reengineered when viewed through the lens of how people actually live today.